Magic & Design come together
SUMMARY
Food Design Snack for PEPSICO LATAM'S brand Naatu
DELIVERABLES
Functional Snack Design
Packaging Design
Guarana illustration

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About the Brand

Naatu is a new brand from PepsiCo that wants to change how we do things by bringing urban consumers all the goodness of nature while celebrating our local (Brazilian and Latin American).

By putting people at the center, the brand will create a sustainable value chain between producers and consumers through high-quality, tasty snacks that are good for you, the people, and the environment.

Naatu brand logo
Illustration of what people are looking for

Food Trends in Brazil

People spend less time in their homes as a consequence of the modern lifestyle, they are choosing snacks over sit-down meals. Convenience is the first demand, but customers constantly look for health and added value to on-the-go food options.

Consumers are looking between socially, environmentally, and responsible products and convenience. They are more interested in food origin and look for this information on labels.

City
Food as a lost link between City and Nature.
Hands holding heart (food as connection and affection)
Food as connection and affection.
we want information
Information and there is a gap
.

CHALLENGE

The challenge was to create a natural ingredients snack, for consumers searching for artisanal food options made locally and have a clear connection with local production.

Ideating the Snack

We took into account three main factors while brainstorming ideas for snacks: the format (the type of presentation the snack comes in), the target audience (who the snack is intended for), and the context or moment (when and where the snack will be consumed).

People often turn to food for emotional comfort when feeling bored or tired. However, studying requires concentration and focus, which can be challenging for some.Therefore, an ideal product would be a healthy and sweet snack that can help students stay focused while studying and provide the emotional comfort they crave.

Format

Cookie | snack format
The snack's format is a cookie type waiting around 30 to 50 grams.

Target

Student tired of studying
Undergrad and Grad students who need a snack to keep their minds focused and hunger at ease.

Moment

Study session
Students can find it in the vending machine of their Universities, it can be eaten in study sessions or coffee breaks.

Great Ingredients make Great Food

Energetic beverages use guarana extract, and its functional properties in a snack are valuable for the target market.

Working with local ingredients for this project is necessary to create sustainable value chains between producers and consumers. We chose as the main component Jackfruit, a typical Brazilian fruit consumed in many different presentations. It contains approximately 3 grams of protein and can help the consumer to have the sensation of fullness.

Even though our goal is to create a functional snack, we consider the emotional role in our food choices. Sometimes, we desire to indulge, and chocolate may be that indulgence. Cacao, an ingredient locally sourced in Brazilian lands, was added to our crunchy treat.

Guarana

Guarana fruit
BENEFITSSource of energy
Improves your mental focus

Cacao 80%

Cacao
BENEFITSSource  of antioxidants
Improves memory
Antiflamatory
Releases oxytocin

Jack Fruit

Jack Fruit
BENEFITSHigh content of protein
Moderate amount of calories

Nut Mix

Nut Mix
BENEFITSHealthy fats
Dietary fiber
Source of energy

SNACK TRYOUTS

Experiment, taste and repeat!

First snack experimentation try out
Too much chocolate, the fruit feels taffy and its taste is overshadow by the cacao.
The dried fruit placed on the upper part still feels taffy and its taste keeps being overshawed by the cacao. In the second cookie a small coat of cacao was added, the crunchiness improved but it still feels unbalanced.
snack try out | chocolate
A mix of nuts is added to balance the flavor and enhance the crunchiness. Overall the cookie improved, but the nut mix struggles to stay attached to the snack's body.
Snack try out | nut mix
Final snack try out
The nut mix is pulverized to improve the adherence to the cookie.

FOCUS on the Process...

After experimenting with different dry fruits and the amount of chocolate and the size of the snack, we were able to reach a final product that complies with our goals regarding calories, functionality, and taste. Below we can find a simplified process that summarizes the steps that must be followed to replicate the cookie.

Production Process doodle:  Chocolate + Guarana extract
CHOCOLATE + GUARANA EXTRACT
Production Process: Heating chocolate to liquify (water bath)
HEATING (WATER BATH)
Production Process:  Adding liquify chocolate to the molds + nut mix
MOLDING
Production process: Leaving the cookie to cool (room tempeture)
COOLING (ROOM TEMPERATURE)
Production Process: Packaging the cookie
PACKAGING

... and RESULTS will COME

Our snack plays plays with rough textures, natural ingredients, and organic colors which align with the brand's identity
Guaran'Up logo
Guaran'UP cookie coming out is package. Above, drawn hands trying to reach it, below, all the ingredients that form part of it. Messages in portuguese:  "Impulsiona sua mente", " Com una fuga crocante"
SERVING: 1 | PORTION: 40GRS
3 views of guaran'up packaging floating aroundGuaranUp cookie in a study session

Extended metal flow wrapping packaging

GuaraunUp Metallic wrapper packaging displayed (Front and Back view)Guaranup cookie and packaging displayed alternating themselves in columns and rows

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